Looking to revamp your business branding? Our logo design experts will guide you through crafting an exceptional design that’ll boost your brand this year.
There’s much more to logo design nowadays than there used to be. Sure, a couple of hundred years ago you could hang a wooden sign out in front of Ye Olde Shoppe and call it a day. Today, however, your company brand identity and logo are tied together and need to be recognizable, unique, and useful. From your app store listing to the app tile, from the website to the print ad, on a t-shirt or a tent, great brand logo design has an impact everywhere your company does.
With that in mind, we reached out to a number of key design experts, branding specialists, and marketing professionals in the UpCity network, and asked them for the top logo design tips they would offer for 2022 (and beyond). From basic advice to in-depth tricks and important reminders, we captured their best recommendations here for you to apply.
Logo Design That’s Clear to Your Target Audience
Choosing the best fonts, the best imagery, the best color scheme, and the best graphic design for your logo are all great. But those features and your attention to detail won’t count for much if your logo doesn’t clearly state who your company is and what it does for customers.
“With growing competition in most markets, businesses need to craft logos that immediately represent what they do. A logo by itself is nothing. The culture, mission, and strategies of a company will drive its success, and your logo should represent that.” —Carl Holden, Creative Director at Zellus Marketing
And not only should your logo help people understand what you do and what your business is all about, but it should also resonate with your audience! The design elements that make a great logo are also the choices that help people remember your brand logo and the services or products you provide.
“My best advice when it comes to branding and packaging is to create something specifically for your target audience/persona. Your audience should influence the colors, fonts, product names, and more. Obsessing over your customers will give your brand life, and help you edge out the competition before ever hitting the ad auctions.” —Jorge Cevallos, Founder of Media Jet
Speaking of your industry and your customers, there may be no better source of information, feedback, and advice than the people who already do business with you. Don’t be afraid to involve your customers in your research, and make their feedback and insights a part of your logo planning process.
“Use your experience to your advantage! Set up tracking on your website, poll your clients, and review audience data. You’ll be surprised at how valuable this information is.” —Evan Holmgren, Founder of Hammerhead
Additionally, as you embark on your business logo design process, whether to rebrand or launch a new business altogether, remember that a simple approach is almost always the most effective one.
“Simple logos are easier to remember. And they’re more likely to be timeless. Invest in research. Understand that the goal of rebranding is to design for your audience and not just for yourself. Your customers know you by your corporate ID. So before rebranding, you need to completely understand your target audience.” —Paul Bies, Partner at Mystique Brand Communications
Simplicity isn’t just one of the modern design trends, either. High-quality logos have almost always focused on communicating to potential customers exactly what your business is all about, no matter what sort of font, typeface, or logo look you end up choosing.
“Keep it simple, eye-catching, and brand relevant. These tips help new businesses to concentrate on the brand’s vibrance and overcome logo designs that are too complicated.” —Davit Ispiryan, Founder of Effeect
In addition to visually representing what your business offers, the logo also is a place where you can express your brand personality and, with an effective design, really boost your brand awareness, too.
“Color is emotional, and should always follow the form and layout, not lead them. The color palette should help bring life to what has been built as a foundation. Understand and articulate the heart of the brand in words, then consult with a design agency or design services provider.” —Johnathon Lovett, Creative Lead at Reicura
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Design Tips to Keep Your Logo Simple & Effective
Keeping it simple was recommended by almost all of our design and branding experts, and with good reasons. While there are countless logo design options that you could choose to accompany your company name, the key is to enhance brand recognition and connect with your customers and clients. And what works best is often as simple as it is effective.
“Two big tips—keep it simple, and keep it memorable. A good logo is simple, not busy. It should be easy to read, remember, and reproduce. And a good logo should be so memorable that it can be recalled without seeing it. If you change too much about your logo, you may lose brand recognition.” —Atarah Lynn Pipe-Rougeau, Content Curation Specialist at Fusion Marketing
A critical part of the logo design process is also to think ahead. Where will your logo be used? And will our logo be effective in that space?
“Keep it simple if possible, and most importantly imagine your logo on everything from a business card to a billboard. You want to make certain that the design will scale and represent your brand effectively in all media.” —Joe Maracic, Digital Marketing Manager at MAXBURST, Inc.
While pursuing a logo that is both simple and effective, feedback and testing are key parts of the design or redesign process. And business owners can learn a great deal from both employees and customers in terms of logo effectiveness.
“If your logo isn’t understandable, or doesn’t at least say a little about your business, then it can actually harm your business. Show your logo to someone for only 3 seconds, then have them tell you what they think you do.” —Nick Leffler, Owner of Loclweb
“Your logo is an opportunity for you to visually express what you do and what’s in it for the client. Think about visuals that would strengthen or add to your business name. A professional logo designer will ask you a lot of questions before coming up with a logo for you.” —Jim Kaspari CEO & Marketing Consultant at Summit Business Marketing
Think of a logo design from companies like Nike, Netflix, Amazon, or Apple. They’re powerful yet simple designs that immediately identify the company. And they are both great examples of how simple logos are effective across multiple mediums.
Minimalism, Authenticity, and Modern Logo Vibes
While having a timeless business logo is the ultimate goal, there is also something to be said for considering current design trends and preferences, too. Are geometric shapes in? What about sans serif fonts? Do we have enough negative space in our design?
While there is plenty of room for creativity in logo design, there is a great deal to be gained in terms of brand awareness and respect in the marketplace when you take current trends into consideration.
“I almost always recommend a logo design that has ‘a creative simplicity.’ That means that it isn’t overly complicated in terms of details and scenery. But simplicity doesn’t have to mean boring. We want to create something creatively unique that represents your brand and brings about a feeling that’s true to the ethos of your brand.” —Marc Bethel, Partner & Director of Production at Commonwealth Creative Marketing
So what do our experts think current logo design trends are that will help your company’s identity resonate with people?
“People will be craving less-complicated, more socially conscious logos in 2022. Unpolished, hand-drawn, and cartoon-style logos will be highly sought after. The main thing I would say to a small business looking to rebrand? ‘Corporate’ and perfect is out; authentic and unpolished is in. Let your true style shine through your branding and you’ll be in good shape.” —Joe Fredrick, Agency Owner at Fredrick Media LLC
Who You Are, What You Do, and Why
Starting with your brand name, and extending to the company logo and all other facets of your business, you want to keep the focus on what you do AND why you do it. And a number of the marketing, branding, and design partners we spoke to recommend taking a step back and examining your “why” as part of the logo design process.
“One of our top logo design tips for any brand is to first establish and dig into your brand’s ‘why.’ Everything you do, from website design to logo, social media, and more should naturally come from the core of why your business exists, who it’s meant to serve, and the heart behind it all.” —Taylor Dove, Lead Content Developer at The Molo Group
For existing firms that are embarking on a redesign of their logo, the history and track record of your business definitely have value. And it’s important not to lose what you have already built or established in your industry and in the marketplace.
“Your brand legacy has value and should be considered in the development of a new look. The history and trust you have worked hard to establish over time should not be overlooked with a rebrand.” —Keith Durbin, Art Director at Atomic Idea
Connecting with your core audience is a part of respecting both your customers and the brand that you have already established.
“When designing a logo for your brand, always ask yourself ‘Does this resonate with the core audience I am striving to reach? Will it stand the test of time?’ And the last and most important question: ‘Does it tell the story of our brand?’” —Christine Goodrich, Owner & Creative Lead at Kona Made
Just like your television ads, social media content, and every other piece of marketing you do, your logo needs to have (and be part of) a clear message.
“The key to a great logo is to figure out your message. What do you want your logo to convey about your organization’s beliefs? When your logo is based on a clear message or idea, it will become a symbol that is uniquely yours.” —Brett Wharton, Owner of Nexus Marketing
And when it comes to logo design, think about giving the process the kind of time and consideration it deserves. Some of the most established companies in the world have a logo that hasn’t changed in a very long time. And that’s because they took time to create something timeless.
“First thing’s first—do your logo design correctly now! Look how long Coca-Cola has used its logo. Even when it is scaled down as small as it needs to be on their mobile website, you know who it is.” —Larry O Miller, Owner of SEO After Coffee
Think about Everywhere Your Logo Will Go
The way a logo looks as a monogram on your company polo, or as the header on your website, is important. But you also have to consider all of the possible placements for your logo, and whether or not a particular design will still be effective in those spaces.
“When choosing a logo, you should consider all the places it will go. Will this look good on an envelope, a social media post, or business cards? Your logo is going to be stamped on all these places, so make sure it works.” —Jeffrey Miles, Owner of Jeff Social Marketing
And establishing when and how those different placements will be updated with your new logo needs to be a part of the process as well.
“The #1 thing to focus on in the beginning is having a process for changing the logo within the systems which are connected to your business. Social media pages, web pages, business cards, marketing brochures—anywhere your brand is represented.” —Brian Rayner, Founder and Managing Partner at JTB Online, LLC
“Everything from signage and business cards to website and app icons needs to be considered from the very start. By designing a logo that effectively depicts your vision for the brand, you’re setting yourself up for success in other areas of marketing and branding.” —Erin DeLong, President and Partner at Front Porch Solutions
“You want to be sure your logo remains readable and usable across all media. It should be quite simple, easy to read, and straightforward. It’s less about what’s included and more about how the type, color, and overall application tell a brand’s story.” —Amanda DeWoody, Founder & Brand Designer at Poised Avenue Design Studio
Considering where your logo will be used can also help you in several ways, including narrowing down many of the design choices that need to be made.
“Start with understanding how your current logo is being used on all platforms. Then, move into the research of your customers, competition, key differentiators, and employees. This information starts to lay the foundation for the logo design team.” —Kriston Sellier, President at id8
“Don’t sacrifice clarity for style. If no one can read or understand what your logo is for and what it represents, your brand will be quickly forgotten. A logo that is legible and memorable will stand out from competitors and be quickly understood.” —Meg Mothershed, Co-owner of Mothershed Design Co.
Several of our experts were quick to point out how simplicity can work in your favor, often creating a recognizable and memorable business logo.
“A minimalistic but distinctive design goes a long way. Representing your brand with a minimalistic pattern helps in customizing the logo based on the need of use.” —Omer Segoly, Managing Director at Cyber Unit
“Monotone logos can be applied to all situations and are easy to remember. A logo that represents the problem-solution aspect of your business can give audiences a ‘wow’ moment and get your logo stuck in their head.” —Henri, Marketing Director at LRDG Toronto Marketing Agency
“Keep your audience AND industry in mind. It’s great to have a unique logo but if it doesn’t resonate, then it won’t work long term. Be different, but don’t be too different.” —Sarah Perry, Senior Marketing Director at Third Angle
Rebranding and Long-Term Logo Success
Whether you’re an established company or just starting out, the logo development process is a significant one, and you want it to work for the long haul. Our panel of experts emphasized that the time and effort you put in up front is directly proportional to how effective your logo is, and how long it will work for you.
“Focus on rebranding for the long term and see this as an evolution of your company. Since you have an existing clientele, you want them to see your growth and expect the same level of service. You don’t want them to see your new logo and start looking at competitors because your new brand is so different.” —Chris Milton, CEO of 323 Media Group
You also don’t want to lose any of the value and recognition that you have already built so far.
“You want to keep what is working and what your clients and partners recognize, but you also want to leave behind elements that hinder your business growth. Don’t rush a rebrand. Take your time with it and be as exhaustive as possible so that you and your team are happy with the final product.” —Colton De Vos, Marketing Specialist at Resolute Technology Solutions
“A brand refresh can be an opportunity to keep the core tenets of your brand identity while refreshing other brand assets like your typography, color palette, website, or iconography. Think of how Google has evolved its wordmark without severely altering the brand’s original energy.” —Juan Pablo Madrid, Sr. Director of Design Innovation at Online Optimism
“We tell our clients that a good logo design should be easily recognizable, bold, and best of all memorable. Established businesses or brands looking to rebrand should make sure that their new logo is iconic, relevant, and modern.” —Gia Ching, Marketing Director at GCC Consulting
The design process is exciting, but you want to ensure that you are taking other factors beyond enthusiasm into account. Because not only do you want to like your new logo, you need it to be effective.
“What you think might be a brilliant idea for a logo may not resonate with your audience. That’s why honest feedback and working with a respected designer or agency is essential for success. Be open-minded to feedback from the people you trust and professionals you hire.” —Ryan Kallok, Founder at Brandspire
“Know why you’re rebranding before you do it. Strategy before tactics. Bringing an existing logo into the 21st century or changing direction/vertical might be a good reason to rebrand. But launching a redesign simply because someone said you should is not a good reason.” —David Ritter, Principal/Design Director at Ritter Knight Creative
And be open to new and different ideas, too. Including adding to or modifying your existing logo rather than starting again from scratch. Because simple changes can have a big payoff.
“If you’re running a local business, consider adding a badge style of logo with the name of the city you’re located in. This can help customers establish the fact that you’re like a neighbor, and that there is someone close by who can provide the services or products they need.” —Nate Gervenak, Owner of Site Flight
Logo Design Help that Pays Off
While our logo and branding panelists certainly had several incredible pieces of advice to offer here, there’s still a great deal more they can offer. From full rebrand and redesign efforts to logo refresh to startup branding, and much more, reach out to one of our numerous logo design providers to find the right partner for your business.